Evaluasi Branding Kota Payakumbuh Sebagai Kota Rendang
Syarif Hidayatullah,
Ma’ruf,
Verinita
Abstract:This study focused to find out the relationship among several aspects such as attitude toward the brand, brand image, brand equity, and brand preference. By using a quantitative approach and online questionnaires were distributed to 143 tourists who had visited the city of Payakumbuh as Kota Rendang in the last 5 years. A purposive sampling technique with several criteria was used to separate unqualified participants, and then the data was analyzed with the Structural Equation Modeling - Partial Least Square (… Show more
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